Corporate Responsibility
markettiers4dc
Credentials & Case Studies
OUR EXPERIENCE & CREDENTIALS ● Over 15 years experience providing broadcast consultancy and coverage to the UK communications industry ● 150 items of TV and over 22,000 items of editorial radio and online coverage generated in 2009 ● PR Week Award winners in 2007 and 2008 for Best Use of Broadcast and Best Live Brand Experience ● Five fully equipped broadcast studios incorporating down the line TV broadcast facilities ● Founding broadcast partner of the CIPR ● PR Week vodcast producer and IAB podcast partner ● Member of the IAB Video and Social Media Council ● We work directly with three of the UK’s 10 biggest brands and provide broadcast support to most of the top 50 PR agencies in the UK ● 93% client retention provides recognition of our success
OUR ROLE ● To bring to life through broadcast communications brand and corporate messaging ● Develop creative story-lining and ensure best use of fresh and existing collateral ● Provide ongoing consultancy and support ● Secure extensive coverage within broadcast media
BRANDS WE WORK WITH
CONSULTANCY
BROADCAST APPROACH Our team of senior broadcast media consultants are on hand to provide creative input and advise on strategic approach. During the consultancy and implementation phases, we will draw on expertise from across our media (TV, radio and online) liaison, digital and technical services and audio/visual production teams, in order to optimise relevant broadcast opportunities. Creative and strategic recommendations will be based on a clear understanding of the client’s aims and objectives, brand characteristics and the broadcast media diet of the target audience. Original creative ideas will be provided to stimulate interest from the target media and capture the attention of the target audience.
PRODUCTION & MEDIA RELATIONS: ● Broadcast interviews (Radio, TV and online)
● Audio feature/podcast ● Video feature
THROUGH THE LINE
● Promotions ● Sponsorship ● Vignettes ● Live read activity ● Brand funded programming
● B Roll ● WebTV programming ● Competitions (Radio and online)
● Viral development ● Newsbites ● Outside broadcasts
RESEARCH
EDITORIAL
OUR SERVICES
● Story angle creation ● Consumer and B2B research (UK and Global)
● Online focus groups ● Research maps
FACILITIES IN-HOUSE PRODUCTION FACILITIES ALLOW US TO CREATE AUDIO AND VIDEO BROADCAST QUALITY CONTENT QUICKLY AND COST EFFECTIVELY.
5 STUDIOS
3 EDIT SUITES
10 IN-HOUSE PRODUCTION STAFF
CASE STUDY NATIONAL GRID BACKGROUND
As the 2009/10 university year approached and students prepared to move into rented accommodation, National Grid wanted to create a campaign to raise awareness of the importance of gas safety and the risk of carbon monoxide poisoning amongst the student population.
STRATEGY
We sourced cult figure Alan Fletcher, Dr Karl Kennedy in Neighbours, to front the campaign which focused around a Facebook Fan Page - the ‘National Grid Student Union’. The page maximised dialogue with the student population and incorporated a ‘Student Safety’ feature, as well as Alan’s top 10 video tips for surviving student life, which we produced and released on a weekly basis. To drive the safety message further, we also teamed up with the National Union of Students, individual student union websites and radio.
ALAN FLETCHER & JO WHILEY
RESULTS Alan appeared on ITV’s This Morning and Radio 1’s Jo Whiley Show, where he played a gas safety song he had written to the tune of ‘Jumping Jack Flash’. His blog and Twitter page were also used to promote the campaign to his massive fan-base. We also set up interviews resulting in coverage on sites including Yahoo, MSN and Virgin, as well as 132 radio stations, with a potential reach of 47 million.
CLIENT TESTIMONIAL
FACEBOOK NATIONAL GRID STUDENT UNION
CASE STUDY BARCLAYS BACKGROUND
Barclays Spaces for Sports has invested £60m in the UK via funding from Barclays and the Football Foundation. The £30m invested by Barclays is the single biggest investment in grassroots sport ever by a private company in the UK. To profile the potential for sport to revitalise local communities and increase understanding of the Barclays Spaces for Sports programme, street dance group Diversity were enlisted to front the campaign.
STRATEGY
The campaign was hooked onto the release of research, exploring the role sport can play in helping young people to feel part of their communities. We set up interviews with members of Diversity, a Barclays Spaces for Sports site manager and a Barclays spokesperson, with relevant on air and online media owners.
RESULTS We achieved coverage on 172 radio stations, including talkSPORT and BBC Radio 1Xtra, with a combined reach of over 35 million worth an advertising equivalent of £238,032. Coverage was also secured on nine websites, including the Daily Express and Yahoo!
DAILY EXPRESS DIVERSITY SHOW OFF THEIR BASKETBALL SKILLS DIVERSITY SHOW OFF TO THE CAMERAS
DIVERSITY SHOOTS HOOPS
CASE STUDY HSBC BACKGROUND
The Climate Confidence Monitor 2009 was HSBC’s third international survey of consumer attitudes towards climate change. We were tasked with generating broadcast coverage around the release of the results, through the creation of content for online and TV distribution. The objective being to raise awareness of the HSBC Climate Partnership and how HSBC is working with four environmental charities (The Climate Group, Earthwatch Institute, Smithsonian Tropical Research Institute and WWF) to reduce the impact of climate change.
STRATEGY
RESULTS Online coverage was secured across 11 third party sites, including The Independent, Telegraph, In The News, Director of Finance and Fresh Business Thinking, whilst 4 items of international TV coverage were also confirmed from the B Roll distribution.
Access to Lord Stern, adviser to HSBC on economic development and climate change, Steve Howard, Chief Executive of the Climate Group, and Francis Sullivan, Deputy Head of Group Corporate Sustainability and Adviser on the Environment, was used to create video news features for online placement. Additionally, a B Roll package for international distribution was produced. The two video news features were edited to appeal to a core business audience, as well as a broader consumer audience.
TELEGRAPH BRITONS LEAST CONCERNED ABOUT CLIMATE CHANGE
INDEPENDENT STEVE HOWARD: WE NEED A CLEAN INDUSTRIAL REVOLUTION
FRANCIS SULLIVAN HSBC
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CSR campaigns are about what you do as a brand to make a difference.
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As the media and public become increasingly sceptical about organisational claims, it is essential your corporate responsibility programme truly reflects the values of your brand. If it does, then you should adopt a proactive communications strategy which will not only benefit your brand but crucially, may fundamental change people’s attitudes and behaviour.
Jo Confino
Head of Sustainability & Executive Editor, The Guardian Speaker at the markettiers4dc Broadcast Media Conference
IF YOU REQUIRE MORE INFORMATION, PLEASE CONTACT US E info@markettiers4dc.com · T 020 7253 8888 · F 020 7253 8885 A Northburgh House · 10 Northburgh Street · London · EC1V 0AT